Jane Case study

How Fine Fettle turned organic search into their strongest revenue driver

Smarter SEO turned into higher conversions and bigger baskets with Jane Ecommerce Premium.

+38%

+38%

lift in AOV

lift in AOV

+44%

+44%

lift in conversion

lift in conversion

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Retailer

Fine Fettle is a multi-state dispensary operator with 10+ locations across Connecticut, Massachusetts, and Georgia. The team wanted to increase visibility in Google and convert more organic traffic into paying customers.

Fine Fettle is a multi-state dispensary operator with 10+ locations across Connecticut, Massachusetts, and Georgia. The team wanted to increase visibility in Google and convert more organic traffic into paying customers.

challenge

Organic search wasn’t working hard enough

In an industry where paid advertising is limited, Fine Fettle needed a better way to reach high-intent shoppers and drive revenue from organic traffic. While their menus were a key entry point, they weren’t capturing the full volume of shoppers already searching for their products. Product pages had limited visibility in Google, and the team had minimal control over how products appeared in search results.

In an industry where paid advertising is limited, Fine Fettle needed a better way to reach high-intent shoppers and drive revenue from organic traffic. While their menus were a key entry point, they weren’t capturing the full volume of shoppers already searching for their products. Product pages had limited visibility in Google, and the team had minimal control over how products appeared in search results.

Solution

Fine Fettle switched to Ecommerce Premium to strengthen their SEO and optimize their menus

Fine Fettle wanted better search visibility that would translate directly into revenue. After upgrading from Ecommerce Standard to Ecommerce Premium, their full product catalog became indexable, search engines could crawl and understand their menus faster, and their team gained control over metadata for the first time. This is possible because Ecommerce Premium uses server-side rendering to serve fully built product pages directly to search engines, making every product immediately discoverable. These improvements helped high-intent shoppers find the right products and helped Fine Fettle turn that traffic into revenue.

Fine Fettle wanted better search visibility that would translate directly into revenue. After upgrading from Ecommerce Standard to Ecommerce Premium, their full product catalog became indexable, search engines could crawl and understand their menus faster, and their team gained control over metadata for the first time. This is possible because Ecommerce Premium uses server-side rendering to serve fully built product pages directly to search engines, making every product immediately discoverable. These improvements helped high-intent shoppers find the right products and helped Fine Fettle turn that traffic into revenue.

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Ecommerce Premium transformed how we approach growth across marketing, product, and menu strategy. By making our full catalog discoverable in search, we’re reaching more high-intent customers and converting them more efficiently, driving meaningful gains in both revenue and basket size.

Ecommerce Premium transformed how we approach growth across marketing, product, and menu strategy. By making our full catalog discoverable in search, we’re reaching more high-intent customers and converting them more efficiently, driving meaningful gains in both revenue and basket size.

Ashley Esper

Ashley Esper

EVP of Commercial Division at Fine Fettle

Results

More shoppers found them, converted at higher rates, and spent more per order

Within three months of implementing advanced SEO through Ecommerce Premium, Fine Fettle reversed a typical seasonal decline — growing both conversion rate and average order value in a period when most dispensaries lose ground. Ecommerce Premium expanded their organic visibility, and its advanced SEO tools took those results further.

Within three months of implementing advanced SEO through Ecommerce Premium, Fine Fettle reversed a typical seasonal decline — growing both conversion rate and average order value in a period when most dispensaries lose ground. Ecommerce Premium expanded their organic visibility, and its advanced SEO tools took those results further.

Lift in AOV

Reversed a typical seasonal decline and increased average order value from $68.54 to $88.30

Reversed a typical seasonal decline and increased average order value from $68.54 to $88.30

Lift in conversion

Conversion rate rose from 15.8% to 24.1%, a 44% increase after adjusting for seasonality.

Conversion rate rose from 15.8% to 24.1%, a 44% increase after adjusting for seasonality.

Before switching, Fine Fettle’s Google organic conversion rate on Ecommerce Standard was 12.9%. Switching to Ecommerce Premium, with its expanded product indexing and faster page delivery, lifted that to 15.8%. Once the team had control over metadata and product-level SEO, conversion jumped to 24.1%. The platform created the foundation. The SEO tools let Fine Fettle build on it.

Before switching, Fine Fettle’s Google organic conversion rate on Ecommerce Standard was 12.9%. Switching to Ecommerce Premium, with its expanded product indexing and faster page delivery, lifted that to 15.8%. Once the team had control over metadata and product-level SEO, conversion jumped to 24.1%. The platform created the foundation. The SEO tools let Fine Fettle build on it.

Before Premium

12.9%

conversion rate

After Premium

15.8%

conversion rate

After SEO optimization

24.1%

conversion rate

Market Benchmarks

Outperforming the industry

Fine Fettle’s results stand out even more when compared to what’s typical in cannabis ecommerce. Most dispensaries are just beginning to invest in organic search as a revenue channel. The gap comes down to two things: most ecommerce platforms in cannabis aren’t built to make product pages visible to search engines, and most retailers haven’t prioritized organic search as a growth lever. Fine Fettle did both.

Fine Fettle’s results stand out even more when compared to what’s typical in cannabis ecommerce. Most dispensaries are just beginning to invest in organic search as a revenue channel. The gap comes down to two things: most ecommerce platforms in cannabis aren’t built to make product pages visible to search engines, and most retailers haven’t prioritized organic search as a growth lever. Fine Fettle did both.

Average Google organic traffic

Industry benchmark average

2-3%

2-3%

conversion rate

Fine Fettle average with Premium

Fine Fettle
average with Premium

24.1%

24.1%

conversion rate

Average order value

Industry benchmark average

$50-$65

$50-$65

AOV

Fine Fettle average with Premium

Fine Fettle
average with Premium

$88.30

$88.30

AOV

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Methodology

All results in this case study have been verified using a seasonality-adjusted difference-in-differences approach to isolate the true impact of Jane Ecommerce Premium.

  • Compared 3 months before vs. 3 months after SEO improvements

  • Benchmarked against the same periods in the prior year to account for seasonality

  • Focused specifically on Google organic traffic

  • Measured impact after full SEO implementation to isolate results

Sources: Jane Technologies platform data; Google organic traffic analytics; prior-year seasonal baseline comparison. Industry benchmarks: Dynamic Yield, Oberlo, Flowhub, Swell Cannabis Ecommerce Reports.

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Need additional information or want to speak with someone?

We are here to help support your business in every way.

Contact the Support Team

Explore the Support Library

Need additional information or want to speak with someone?

We are here to help support your business in every way.

Contact the Support Team

Explore the Support Library

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